Everyone knows how good Apple's marketing is. They may not have the best products out there in their categories but boy do they know how to market them. What is the point of having the best product if you can't get people to buy it right?
They've just released a new TV ad for the iPad Mini which just shows how Apple know how to market the product. Instead of saying anything about the product, like what screen size it, what CPU it has inside it or whatever, they show what you can actually do with it, like play the piano. The average consumer doesn't have a clue about specs and they don't care either, they just want to know what a product can do.